The OXYGEN II Project.

When we ask our employees what best represents the identity of BMW Group France, one word immediately comes to mind: PASSION. This has led us to create an OXYGENE project.

For its second edition, BMW Group France wanted to celebrate self-transcendence, commitment and sporting passion by highlighting the athletes among our employees in the context of the 2024 Paris Olympic Games. The project thus explores the effort in sport through a photographic series entitled "The Margins of Effort", created by Yama Ndiaye and curated by Fabrice Laroche.

Yama Ndiaye, a 24-year-old Franco-Senegalese photographer, graduated from Gobelins in 2023. Coming from an artistic environment, she grew up between Paris, Dakar, and Albi, which gave her a unique perspective between two cultures. Her work is characterized by a poetic aesthetic and an interest in documentary and social photography, combining staging and archives. Sensitive to color and light, she values encounters and is interested in subjects rarely photographed, exploring themes such as diaspora, identity, family, and memory.

To capture these unique moments, we followed each colleague in their sports environment, during four immersive outdoor sessions. Yama focused on the moments before the action, during the physical and mental preparation, and afterwards, during the recovery and release of tensions. These portraits reflect the energy that animates each employee, which we wish to share with our clients, candidates and visitors.